Asda plots refresh of own-label healthy food range

Asda appears to be looking at rebranding its own-label ‘Good for you’ healthy food range first introduced in 2001.

Asda could be about to refresh its healthy food range in a bid to give shoppers more choice.

The supermarket has trademarked several potential names that point to a consideration of a name change for the healthy food range. Names such as “Asda Good & Nutritious”  and “Asda Good & Guilt Free” suggest a plan to showcase the range’s well-being credentials under a new positioning, which would span around 50 products.

Asda declined to comment on future plans for the products adding said “we constantly evaluate our brands and register trademarks all the time”.

Any potential launch from Asda would up the ante against rival supermarkets in appealing to health-conscious shoppers. Tesco accelerated its charge for the consumer group earlier this year with the launch of an on-the-go healthy food range alongside a companion app. Meanwhile, Sainsbury’s introduced two healthy ready meal sub brands in 2013.

Supermarkets, keen to drive footfall by offering more choice, see the trend, see the trend toward healthier eating as way to lift demand. Asda, which has arguably fared the best of the big four chains this year, has said it will invest £250m in quality, style and design over the next five years to cement what it claims is its status as the “leading value grocery retailer”. The chain outperformed its big four rivals in last quarter, posting a 0.8 per cent year-on-year uplift in sales.  

An update to the ‘Good for you’ would also support Asda’s voluntary Responsibility Deal pledges to encourage people to eat healthier. The retailer is also one of the partners of the Government’s healthy living marketing initiative Change4Life.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here